Experiential motivations of socially responsible consumption

Saeed Shobeiri

University of Sherbrooke

Lova Rajaobelina and Fabien Duff

University of Quebec at Montréal

Caroline Boivin

University of Sherbrooke

Introduction

The increasing popularity of socially responsible consumption (SRC) since the early 2000s (Webb et al. 2008) has been one of the major trends to fundamentally influence marketing practice during the past few years. Recent surveys show that, in many cases, at least one in every two consumers is ready to pay more in order to respect social and environmental issues (Delpal & Hatchuel 2007; Gonzalez et al. 2009). In addition, consumers generally develop a better view of brands or firms that convey positive environmental messages (e.g. Borin et al. 2011). In response to these trends, many firms have developed strategies to offer green products or adapt their existing products to include considerations of SRC (e.g. Prendergast & Thompson 1997; Lothe & Myrtveit 2003; Hartmann & Ibanez 2006; D’Souza et al. 2007).